Consistency in Identity-Related Sequential Decisions

Dikla Perez, Yael Steinhart, Amir Grinstein and Meike Morren

December 2021, Plos One

Consumers often make decisions that reflect either personal or social identities. In many cases, such decisions are made along a sequence. Our research introduces a central factor that influences consumers’ likelihood of expressing a consistent identity type along a sequence of decisions: the extent to which their usage of the product involved in the first decision is expected to be observable by others (the product’s expected visibility). A field experiment, and four lab studies, coupled with an internal meta-analysis, show that when the product involved in the first decision has high (as opposed to low) expected visibility, consumers are more likely to make a subsequent decision that is consistent with the first. Results show that self-presentation mediates this effect, and suggest that low integration between the identities involved in the decisions might attenuate it. Our findings offer implications for identity research and practical implications for marketers seeking to develop products and design communications that encourage consistent (or inconsistent) behavior.

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Not so personal: The benefits of social identity ad appeals with activation in advertising

Dikla Perez, Yael Steinhart

March 2014, Social Influence 

Selecting the most effective advertising appeals is a major challenge for marketers and advertisers. This research addresses this challenge by examining the moderating effect of activation, an advertising technique that invites individuals to engage in a motor activity in order to reveal the ad message, on ad appeal type (name, social identity, and general appeals) in leveraging ad evaluations. The results of three studies show that ad appeals referring to individuals' social identity, especially in the presence of activation, enhance product evaluations and actual product choices. The findings also suggest that privacy concerns play a mediating role in determining these effects.

Consumers value manufacturer sincerity: The effect of central eco-friendly attributes on luxury product evaluations

Dikla Perez, Inbal Stockheim, Danna Tevet and Matthew Matan Rubin

Sep 2020, Journal of Cleaner Production 

Consumers are increasingly claiming to prioritize environmental considerations in their product selections, and, accordingly, manufacturers of luxury items are integrating environmentally-friendly features into their products. Yet, thus far, research has produced contradictory findings with regard to whether consumers actually evaluate eco-friendly luxury products more favorably. The current research attempts to reconcile past inconclusive evidence by investigating the centrality of the eco-friendly attribute (i.e., the extent that it is integral to the product’s essence) as a determining factor. Three controlled experiments that manipulated attribute centrality, coupled with an internal meta-analysis, find that central (rather than peripheral) eco-friendly attributes, positively influence consumers’ interest in and evaluations of a luxury product. Furthermore, results show that this effect is mediated by perceived manufacturer sincerity. Specifically, when a product’s eco-friendly attribute is central (vs. peripheral), consumers are more likely to perceive the manufacturing firm as possessing sincere environmental intentions, and this perception, in turn, enhances product evaluations. This research is the first to integrate attribute centrality and perceptions of manufacturer sincerity, and in so doing, helps explain consumer evaluations of eco-friendly luxury products.

Perceived Complexity of a Project’s Optimal Work Plan Influences Its Likelihood of Adoption by Project Managers

Mor Brokman-Meltzer, Dikla Perez and Roy Gelbard

July 2021,  Project Management Journal

Consumers are increasingly claiming to prioritize environmental considerations in their product selections, and, accordingly, manufacturers of luxury items are integrating environmentally-friendly features into their products. Yet, thus far, research has produced contradictory findings with regard to whether consumers actually evaluate eco-friendly luxury products more favorably. The current research attempts to reconcile past inconclusive evidence by investigating the centrality of the eco-friendly attribute (i.e., the extent that it is integral to the product’s essence) as a determining factor. Three controlled experiments that manipulated attribute centrality, coupled with an internal meta-analysis, find that central (rather than peripheral) eco-friendly attributes, positively influence consumers’ interest in and evaluations of a luxury product. Furthermore, results show that this effect is mediated by perceived manufacturer sincerity. Specifically, when a product’s eco-friendly attribute is central (vs. peripheral), consumers are more likely to perceive the manufacturing firm as possessing sincere environmental intentions, and this perception, in turn, enhances product evaluations. This research is the first to integrate attribute centrality and perceptions of manufacturer sincerity, and in so doing, helps explain consumer evaluations of eco-friendly luxury products.

Keep IT Together: Behavioral Aspects of Teams' Location in Enhancing Motivation to Adopt Complex Work Plans

Mor Brokman-Meltzer, Dikla Perez and Roy Gelbard

January 2021,  International Journal of Information Technology Project Management

Consumers are increasingly claiming to prioritize environmental considerations in their product selections, and, accordingly, manufacturers of luxury items are integrating environmentally-friendly features into their products. Yet, thus far, research has produced contradictory findings with regard to whether consumers actually evaluate eco-friendly luxury products more favorably. The current research attempts to reconcile past inconclusive evidence by investigating the centrality of the eco-friendly attribute (i.e., the extent that it is integral to the product’s essence) as a determining factor. Three controlled experiments that manipulated attribute centrality, coupled with an internal meta-analysis, find that central (rather than peripheral) eco-friendly attributes, positively influence consumers’ interest in and evaluations of a luxury product. Furthermore, results show that this effect is mediated by perceived manufacturer sincerity. Specifically, when a product’s eco-friendly attribute is central (vs. peripheral), consumers are more likely to perceive the manufacturing firm as possessing sincere environmental intentions, and this perception, in turn, enhances product evaluations. This research is the first to integrate attribute centrality and perceptions of manufacturer sincerity, and in so doing, helps explain consumer evaluations of eco-friendly luxury products.